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Keywords: Brand involvement
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Journal Articles
Experiential determinants of metaverse advertising effectiveness: an avatar parasocial relationship perspective
Available to Purchase
Asia Pacific Journal of Marketing and Logistics 1–22.
Published: 07 January 2026
...Heejun Lee Purpose This study aims to investigate how different experiential dimensions influence metaverse advertising effectiveness, focusing on the mediating role of avatar parasocial relationships (APRs) and the moderating effect of brand involvement. Design/methodology/approach Drawing...
